Navigating the Transition from Innovative to Transformative: Mastering the DCX Maturity Model

Outliant Editorial Team
February 16, 2024
min read

The journey through the Digital Customer Experience (DCX) Maturity Model reaches a pivotal milestone as organizations transition from Level 4 (Innovative) to Level 5 (Transformative). This stage represents not just the pinnacle of digital customer experience but also a transformative shift in how businesses operate, innovate, and engage with their customers. Level 5 is characterized by organizations that don’t just follow digital trends—they set them, using technology to redefine markets and create new value propositions. This article outlines the strategic roadmap for businesses aiming to elevate their DCX from innovative practices to transformative impacts.

Understanding Level 4: Innovative

At the innovative level, organizations leverage advanced technologies like AI and machine learning for deep personalization and predictive analytics, automating and optimizing the customer journey in real-time. They are distinguished by their ability to anticipate customer needs and are leaders in their current markets. However, reaching Level 5 requires pushing beyond current boundaries to reshape industries.

The Goal of Level 5: Transformative

Transformative organizations transcend traditional digital strategies to revolutionize their industries. They leverage digital capabilities not only to enhance customer experience but also to create new business models, disrupt markets, and drive societal changes. At this level, digital technology is seamlessly integrated into every aspect of the business, enabling unprecedented levels of innovation and customer value.

Step-by-Step Guide to Transition

  1. Lead with Visionary Leadership
    • Cultivate leadership that is visionary and committed to driving radical change. Leaders should inspire a culture of innovation, risk-taking, and continuous learning throughout the organization.
  2. Embrace Disruptive Technologies
    • Continuously explore and invest in emerging technologies such as blockchain, the Internet of Things (IoT), and augmented reality (AR) to explore new business models and customer experiences.
  3. Foster Ecosystem Collaboration
    • Build and participate in collaborative ecosystems that bring together partners, competitors, and startups to co-create and innovate. This open innovation approach accelerates the development of new solutions and market opportunities.
  4. Drive Data-Driven Culture
    • Ensure that decision-making at all levels is guided by data insights. Foster a culture where data is not just used for decision-making but also for predicting future trends and customer needs.
  5. Implement Agile and Flexible Operations
    • Adapt organizational structures, processes, and systems to be more agile and responsive to market changes and customer demands. This includes embracing a fail-fast approach to innovation and scaling successful experiments quickly.
  6. Champion Customer-Centric Innovation
    • Keep the customer at the heart of all innovation efforts. Use deep insights into customer behavior and preferences to drive the development of new products, services, and experiences that meet unarticulated needs.
  7. Prioritize Sustainability and Ethical Practices
    • Integrate sustainability and ethical considerations into the core of business strategies. Transformative companies lead by example, addressing global challenges and setting new standards for social responsibility.
  8. Measure Impact Broadly
    • Develop comprehensive metrics that reflect the broad impact of digital initiatives, including customer satisfaction, market disruption, and contributions to societal goals, alongside traditional financial metrics.


The transition from an innovative to a transformative level in the DCX Maturity Model is a journey of reimagining the future of business, technology, and society. It demands visionary leadership, a commitment to ethical and sustainable practices, and a culture that embraces change and innovation. By achieving Level 5, organizations not only lead in creating extraordinary customer experiences but also drive meaningful change, setting new standards for what is possible in their industries and beyond.

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As a partner at Outliant, an agency committed to assisting organizations in generating digital revenue, Austin Kueffner has played a pivotal role in helping numerous organizations elevate their digital customer experience (DXC). The brands he has worked with span from well-funded startups to 1000+ location franchises. While the digital customer experience varies across companies, the process to build out a world-class experience remains consistent. Austin looks forward to sharing everything he has learned so far with others.

Austin Kueffner

Partner at Outliant

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Identify your current stage in the 5-stage journey to avoid common roadblocks.


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Outliant’s CDX Maturity Model

Level 1


The journey begins with foundational practices. Typically, companies at this stage adopt a generalized approach – a standard website and basic email campaigns. Data is scattered and channel-specific, providing limited insights. This level is a common starting point, especially for B2B or traditionally non-digital companies, characterized by minimal digital expenditure and modest revenues.

Level 2


Growth leads to the operational phase, where companies start embracing more sophisticated, though still somewhat disjointed, digital strategies. This includes A/B testing and basic personalization within channels. However, cross-channel experiences may lack cohesion, and analytics might offer conflicting reports despite being tied to key performance indicators (KPIs).

Level 3


The strategic phase sees companies embracing multi-channel experiences with more sophisticated segmentation and automation, although AI is not yet fully integrated. Data becomes centralized, ensuring uniformity across all tools, and digital experience (DX) roadmaps are actively pursued.

Level 4


At this stage, companies achieve sophisticated, individualized omni-channel personalization. Customer profiles are continually enriched, and optimization is automated. The integration of AI and machine learning in analytics offers predictive insights, contributing to loyalty and direct revenue impact.

Level 5


In the transformative stage, exemplified by giants like Apple and Tesla, companies don't just adapt to digital trends—they set them. They use technology to develop new business models and market opportunities. This level involves integrating cutting-edge technologies like AI and IoT to reshape customer interactions and lead industry-wide innovations.

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Enhancing Digital Customer Experience: A Guided Journey Through Our Maturity Model

In today's digital era, the customer experience is paramount. A study by Treasure Data shows that 74% of buyers are influenced significantly by their digital experience when making a purchase. As businesses evolve, understanding and enhancing this digital journey is crucial for growth and customer retention. We've developed a DCX Maturity Model to help you identify your current position and strategize for advancement in the digital realm.

Access our webinar on how to upgrade you can upgrade your DCX and generate more revenue.

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